adidas Originals Shanghai - Love Unites

To support the launch of their Love Unites collection and in support of Pride Shanghai, Jam3 partnered with adidas Originals to create hero campaign content to be distributed across digital and store touch points. Following ethnographic research within the LGBTQ+ community in Shanghai, we were able to empathise and collaborate with creators from the community. These creators then became the protagonists of our campaign film, even co-creating the set and assets with us. Hero film: https://www.linkedin.com/posts/jam3_adidas-originals-china-love-unites-activity-6808777691186135040-PNrx